Beetlejuice Direct Mail

Beetlejuice direct mail was a super fun project to tackle. Four concepts were fleshed out from sketch to mock-up. My preferred version “The Couple Portraits”, a four panel barrel fold, utilized a photo shoot at The National Theater in DC, capturing the three main couples in the show being manipulated by Beetlejuice in playful ways. The much beloved set by David Korins also got its own spread. The mailing panels nail both a Burtonesque graveyard set mashup and the show’s signature black and white stripes. This version establishes some character relationships, hints at Beetlejuice’s subversive tendencies and showcases all of the major aspects of the brand (this was tailored to the director and also was his favorite).

Four panel “Couple Portrait” barrel fold interior, sketch and comp

Four panel exterior, sketch and comp

The “Last Supper” version, with the dinner scene from the same DC shoot, brought the characters together, highlighting cast chemistry as well as the graveyard set piece as a transition. This image was not initially embraced by the producers, but today you can visit this image on the front (ok, back) of the theater and in the social campaign.

“Last Supper” exterior, sketch and comp

Three panel “Last Supper” interior, sketch and comp

A third, more copy-heavy version: the “Curtain Pull” utilizing headshots was the “safe” solution, which has its fun with copy, playing on Broadway pedigree. In the end, the client chose to go in the direction of a fairly straightforward three-panel layout introducing Beetlejuice peeking out of our signature stripes, Lydia perched on the mailing panel with a smirk for both attitude and parody. To round the piece out, the graveyard scene and sandworm framed a fun play of production photos in the midst of the graveyard. You can check out the final piece here.

The Great Comet Tony Voter Booklet

Created for Tony Award voters, this booklet was born out of the challenge of showing the experience of this fully immersive, groundbreaking theatrical event in a single image. Performed all around you, The Great Comet of 1812 fully envelopes the viewer in a 360° experience.

Sketch of Tony voter folding booklet for The Great Comet of 1812.

Originally conceived as an ad for the New York Times, comps were made of an image idea, showing both actors and viewers simultaneously. The producer was sold on the concept with the initial comps.

Initial comp for New York Times half page spread

Before long a photographer was hired and our “one-off” Times ad became the center piece of the Tony campaign! In the end we composited nearly 50 images to create a panoramic theater view showing the live show experience from the on-stage perspective, while highlighting every actor and musician in the show.

Final art used in Tony campaign booklet as well as following in New York Times two page spread.

To further illustrate the interactive experience, a folding booklet was built showing a progression through the architecture of the theater, starting with the booklet’s covers showcasing the production’s tile pattern in the flooring, through the first interior panels illustrating the eastern block lobby, to a lush red velvet gallery of images from the set framing quotes and awards won by the play to date. See finished booklet here.